Appearances matter. The appearance of your product can turn an undecided consumer into a buyer. That’s why you should put a great deal of thought into your displays to ensure your brand makes a positive impression.
Below are eight proven strategies to capture consumer attention.
Create a Theme
If you begin your trade show display with a theme in mind, the final product will come together smoother. It could be something as basic as displaying your products by function, color, or type. Or you could display products in a manner that showcases their end use.
Regardless of what you choose, you want to have a plan for your display before you get started. Consumers can tell immediately when a display has a theme and when it is simply merchandise that’s scattered about.
Clear Signage with an Easy-To-Read Message
You want to keep your message short and to the point, between five to seven words. Most consumers are pretty savvy, so you don’t need to detail every feature. You just need to convey what makes your product unique or better than the competition. Also, make sure the message can be seen from a distance by using bold, easy-to-read type.
Try to position your signage about four feet from the floor. That’s an ideal place to grab a passerby’s line of sight.
Select Colors Thoughtfully
You want your display to grab attention and stop customers as they pass. Much like selecting a theme, you should be thoughtful when selecting a color palate.
Select colors that communicate your message, align with the brand, and evoke a feeling. For example, warm colors, like oranges and browns, are inviting and can trigger impulse, while cool colors, like green and blue, can have a calming effect and trigger a healthy feeling.
However, be careful not to drown out what you’re selling by using too much color. Your ultimate goal is to make the product stand out.
Stimulate people’s senses
An engaging display will have more to offer than just something for the eyes. While selecting the colors for your display, don’t forget your consumer’s other four senses. You want to create a multi-sensory experience.
Adding touch, sound, taste, and smell can all positively impact your display.
- Touch: Simply give customers the ability to feel and try out whatever is on display.
- Sound: What music or sound effects could you use to enhance your display?
- Taste: If you’re promoting food, this is the best way to make a sale.
- Smell: Scents trigger emotions and memories in our brain, which are two key reasons why consumers choose one brand over another.
How else can you evoke an emotional response? Maybe add some props to the display that convey a sense of whimsy or nostalgia. Innovative techniques can help you show the usefulness of the product to people instead of simply telling them about it.
Also, think about the shape of your design. People expect to see displays that are square or rectangular. So, a curved design or one that incorporates unexpected shapes can make all the difference between someone stopping or walking by.
Keep it Clean
Don’t let all your hard work go to waste by letting your display fall into disrepair. You want your display to be tactile, however, all that touching will ultimately have a negative impact. If items are moved around too much, it is just going to look messy and unattractive.
Also, displays that are in heavily trafficked areas have the downside of becoming a drop-off point for items that customers discard. You’ll want to regularly check these to ensure they retain their original appeal.
Finally, the display itself can become worn. For products showcased in busy environments, invest in strong, long-lasting materials.
You’re going to need to find the sweet spot that determines the amount of merchandise to display. You don’t want to present a cluttered mess to your consumers, but you don’t want a sad, empty-looking display, either.
To that point, make sure that someone is checking on the display to restock as it moves off the shelves.
Use Every Available Resource
You’re not alone when conceiving your ideal retail display. At The Trade Group we’re here to help you conceptualize the perfect, eye-catching display.
Give us a call at 800-343-2005 to see how our retail merchandising solutions can bring your display to life.